Pay-per-click, or PPC, is a term in digital marketing that refers to running a campaign for which you only pay once a user clicks or engages with an ad. A “paid” digital strategy is important because it enables you to target ads based on keywords for relevant searches and helps reach users who fit specific interests. The rapidly evolving landscape of digital marketing makes it challenging for business owners to stay current with trends. For this reason, many businesses are making digital marketing mistakes and not utilizing budgets to their fullest potential. Here are PPC mistakes to avoid:
- Not Understanding Your Goals (And Not Optimizing Your Campaign Because Of It): Not all PPC campaigns have the same goal and success can be measured using a variety of metrics. Some examples of goals include brand awareness, lead generation, and sales conversions. Before launching a campaign, it is important to understand what the desired outcomes are because each goal requires unique optimizations.
- “Setting and Forgetting”: Not actively monitoring a PPC campaign is a dangerous mistake that can lead to spending your entire budget within days when you may have intended it to last for a month. Think of campaigns as living, breathing things that need constant care and attention. Factors that affect your campaign can change hourly as competitors work to optimize their own campaigns.
- Failing To Use Remarketing and Customer List Audiences: Utilizing both remarketing and customer list audiences allow businesses to reach people who have already expressed an interest. Since they’ve already expressed interest, they’re more likely to interact with and convert from your ad. Our data shows that these high conversion channels often lead to 2-3 times the ROI or conversion rate on PPC campaigns.
- Having A Low Quality Score: Several years ago, Google Ads updated its algorithm. It previously worked off the highest bid wins model, which arranged ads based solely on bid prices. Now, Google ranks ads based on a Quality Score metric. The Quality Score model assigns a score to each keyword based on its ad relevance, landing page experience, and expected click-through-rate (CTR). By optimizing your ad for Quality Score, you’re demonstrating to Google’s algorithms that you care about the user’s experience. Examples of low-quality ads include “clickbait” or “bait and switch” content. Data shows that keywords with a high Quality Score often outrank similar keywords with a lower score, even if the bid was lower. This means your cost per conversion will be lower.
- Only Utilizing Broad Match Keywords: Google offers three types of keyword matching: broad, phrase, and exact. Each serves a specific purpose. Broad match is good when first starting out because it can help hone in on keywords or phrases for queries that perform well; however, broad match keywords tend to have a lower Quality Score, which drives up costs and provides a low CTR. Once you have a stronger understanding of how people search for your business, you can then turn to the more accurate phrase or exact keyword match tools.
- BONUS – Not Working With A Certified Google Partner: Marketing agencies that are certified Google Partners, like Millennium Marketing Solutions, have access to the latest industry knowledge. Our Digital Marketing Team has weekly calls with our dedicated Google representative who informs us of changes, tricks, tips, and provides access to tools that are in beta testing. This means we are ahead of the game and can help your business achieve all your digital marketing goals!
To discuss how your business can improve your digital marketing efforts, call our team at 301-725-800 or visit our website here.